Using Virtual Reference Services to Embed the Library in the Academic Workflow презентация

“The convenience is still better online than in person, you don’t have to make trips to the library.”
(UTI-24, MALE 15-18 YEARS OLD)
library

Then & Now
Then: The user built workflow around the library
Now: The library must build its services around user workflow
Then: Resources scarce, attention abundant
Now: Attention scarce, resources abundant
(Dempsey, 2008)

Virtual Reference Services
Global reach
Anytime/anywhere access
Cooperative services may reduce costs

The Study
Seeking Synchronicity
Seeking Synchronicity

Seeking Synchronicity:
Evaluating Virtual Reference Services from User, Non-User & Librarian Perspectives
Studied habits & needs of virtual reference service (VRS) librarians, users, & non-users to identify characteristics for informing library system & service development
Generalizable through large sample sizes, multiple methods of data collection, & triangulation of results
Librarians
Users
Non-users
(Connaway & Radford, 2011)

Seeking Synchronicity Phases
Phase II:
Transcript Analysis
850 QuestionPoint live chat transcripts
Phase III:
Telephone Interviews
100 VRS Librarians
76 VRS Users
107 VRS Non-users
Phase IV:
Online Surveys
173 VRS Librarians
137 VRS Users
134 VRS Non-users
Phase I:
Focus Group Interviews

Critical Incident Technique (CIT) for Telephone Interviews & Survey
Flanagan (1954)
Qualitative technique
Focuses on most memorable event/experience
Allows categories or themes to emerge rather than be imposed
(Flanagan, 1954)

Critical Incident Technique (CIT) for Telephone Interviews & Survey
VR Users’ & Librarians’ Questions
Remember 1 specific successful VRS interaction
Remember 1 specific unsuccessful VRS interaction
Describe each interaction
Identify factors that made interactions successful or unsuccessful

Seeking Synchronicity
Types of questions
Types of Questions

how do you spell I miss you in spanish
Is “The Mindful Child: How to Help Your Kid Manage Stress and Become Happier, Kinder, and More Compassionate” Available?
What politician supports gay rights and or is an activist for them
QP2-282
how many books can i check out at one time?
QP2-276
How do I get a job and what are the requirements?
QP2-274
I need some help with finding articles
QP2-273
I need a good website all about the history of DESIGN of telephones with a timeline and good pictures with it.
QP2-269
Cannot log in, telling me authentication failed. Was able to log in yesterday.
QP2-269

Types of VR Questions
Subject Search
Ready Reference
Procedural
No Question
Holdings
Research
Inappropriate
Directional
Reader’s Advisory
(Arnold & Kaske, 2002,2005)

Subject Search or Specific Search
“Almost always takes the form of giving the user a document, for example, a list of citations, a book, or a report” (Arnold & Kaske, 2005).
Where can i find information about ADHD?
(QP2–005)
How was the labeling theory important in deinstitutionalization?
(QW–023)
can you help me find poems by Maya Angelou and criticism on them? (QP1–230)

Ready Reference
“These are the typical ready-reference or data queries that require only a single, usually uncomplicated, straightforward answer...Who? What? When? Why? Where?” (Arnold & Kaske, 2005).
who won the world cup game between south africa and france?
(QW–024)
Who was Bentonville, NC named after?
(QP1–147)
How do i cite a political talk show in MLA format?
(QP2–013)

Procedural
“Questions pertaining to the policies or procedures within the library system” (Arnold & Kaske, 2005).
Can I get summer long term renewals online? How? (QP1–004)
what is the max for checkout on blu ray dvids? (QW–033)
need access logon info to lexis from scool library website (QP2– 027)

Holdings
“Questions about specific holdings of a library in print or digital form” (Arnold & Kaske, 2005).
I was wondering if you have textbooks to rent for an hour or 2?
(QP2–172)
Do you have any books on Paris Hilton? (doing a project on her)
(QP 1–195)
hi there; i was wondering if you guys have Moby Dick in stock?
(QW–014)

Research
“Research questions… involve trial-and-error searching or browsing… [and] are usually identified as coming from an adult specialist who is seeking detailed information to assist in specific work” (Arnold & Kaske, 2005).
Looking for information on national traffic survey and incident reports.
(QP2–169)
Hi, I am trying to find out information on how the Learn Direct initiative was started, the criteria that was set and if local government had to be involved in the first stage. (QP 1–155)
Hi I’m looking for studies similar to one I’ve already found. How do I go about this?
(QW–013)

Inappropriate
“Questions which are not appropriate for a reference service including personal questions” (Radford, 2005).
How do I have sex?
(QP1–159)
WAT DOES it mean when a guy said he like me more as a friend doesnt it mean like a gf? (QP2–153)
Are
You
Typing
War
and Peace
(QW–020)

Directional
“The general information or directional question is of the information booth variety…” (Arnold & Kaske, 2005).
what is the URL for the summer reading program for teens?
(QP2–032)
I heard that you have adapted book kits for ESL speakers. Where can I find these online?
(QW–008)
Where is the 67th street library? Is it on the west or east side?
(QP1–387)

Reader’s Advisory
Reader’s Advisory questions are “focused on helping readers find materials they want to read, listen to, or view for pleasure“
(Ross, Nilsen, & Radford, 2009).
Hello I am looking for recommendations for the author jonathan kellerman. (QP1–218)
I was wondering if u would happen to know any good fantasy books…
(QP2 – 050)
Hi, my 7 year old son is looking for a copy of the Hobbit suitable for children, but we can’t seem to find anything in the library catalogue. Can you please offer any advice? Thanks.
(QW– 120) (from Australia)

n=293
n=243
n=162
n=104
n=77

Query Type: 2010

32%
8%
4%
11%
27%
31%
31%
17%
18%
9%

Query Type 2010: Live Chat (QP2) vs. Qwidget (QW)
n=127
n=74
n=99
n=25
n=11
n=52
n=82
n=23
n=24
n=14
n=179
n=181
n=97
n=49
n=25

Ready Reference Questions (2004-2006 vs. 2010)
Received by Type of Chat Service
28%
40%
21%
39%
36%
20%
12%
<1%
2%
<1%

Ready Reference Questions (QP2 vs. QW)
Received by Type of Chat Service

Seeking Synchronicity
Types of questions
Accuracy in Ready Reference

Accuracy in VR Ready Reference
How accurate are VR librarians/staff in answering ready reference questions?
Do we see the 55% rule in effect?
(Hernon & McClure, 1987)

Ready Reference Accuracy: 2004-2006 vs. 2010
78%
20%
4%
2%
6%
90%

A Simple Way to Increase Accuracy
For 2004 –2006, accuracy would rise from 78% to 90% if VR librarians only…
-Answered specific question asked!
Seeking Synchronicity urged VRS librarians
-Before pushing a general info page make sure it has specific & exact answer to user’s question!
2010 sample included far fewer with this error: accuracy 90% (perhaps b/c of recommendation?)

VRS Librarians
Critically evaluate sources
Create metrics for evaluating new scholarly forms of authoring, publishing, & researching
Assist new content creators
Develop customized widgets
Provide services in different formats
Be available to the users
Face-to-face
Online
Email
Text Messaging
IM
Mobile
Telephone
Social Media Services

Seeking Synchronicity
Types of questions
What We Learned
VRS Lessons

Why Not Virtual Reference?
What we learned from non-users:
Preference for FtF service
Do not know service exists
Unknown or unfamiliar format

Convenience is King
CONVENIENCE
Convenience dictates choices
Is it readily accessible online?
Does it contain the needed information & is it easy to use?
How much time will it take to access and use the source?
Is it a familiar interface and easily navigable interface?
Google and Wikipedia
(Connaway, Dickey, & Radford, 2011)

Barriers to Convenience
Difficulty of library systems
Print articles
Limited hours, distance to library

VR Users

VR Non-users

Recommendations to Boost Convenience
Deliver resources 24/7
Integrate library tools in popular sites
Provide links & reminders
Make interfaces more like web browsers
Accommodate different & personalized discovery & access preferences
Offer multiple service modes
Provide opportunities for collaboration
Offer help at time of need
Chat/IM on library
Web site
Online catalog

What Mobile Technology Undergraduate Students Own
(Dahlstrom, de Boor, Grunwald, & Vockley, 2011)

How Undergraduate Students Use Their Smartphones
24%
Connaway for OCLC Research, 2012
(Dahlstrom, de Boor, Grunwald, & Vockley, 2011)

Types of questions
What We Can Do
VRS Superpowers

Lack of Knowledge that VR Exists:
VR Non-users Online Survey

Market VRS
Market & publicize services
Don’t know what is available
Text
Email
Chat
Phone
Face-to-face
Facebook
Skype
(Radford & Connaway, 2010)

Top Recommendation
Attract Potential Users
Introduce & demonstrate online alternatives during in-person reference sessions, library use instruction classes & library programs

Two Views of What’s Effective in VR Experiences
Users:
Convenience
Comfort with service
Accuracy
Positive attitude
Good communication skills
Relationships with librarians
Librarians:
Ability to leverage complex & specialized knowledge
Positive attitudes, responses, & feedback
VR tools & hybrid communication modes
Relationships with users

Two Views of What’s Not Effective in VR Experiences
Users:
Abrupt, dismissive answers
Grumpy, ill-informed or uninterested librarians
Poor wrap-up
Limiting time of session
Being sent to Google
Failing or refusing to provide info
Librarians:
Convoluted & confusing questions
Rude, impatient &/or disappearing users
Unrealistic expectations
Unreceptive to suggestions

Recommendations from CIT Findings
Ask open questions
Portray positive attitude
Provide specific & accurate answers
Clarify questions
Take your time
Pay attention to “close”
Always be pleasant & polite

Mode for Developing Best Relationship:
VR Users & Librarians

Making Personal Connections:
VR Librarians

What’s Effective:
Importance of Query Clarification
Found to boost accuracy
Use variety of clarifying questions
Expect clarifying questions from users
Use follow-up questions to verify needs are met

Conclusions
It’s all about the relationships
Death of ready reference exaggerated
To boost accuracy
Clarify question
Answer specific question
Convenience is the hook
Marketing matters
RELATIONSHIPS
MARKETING
CONVENIENCE
VRS Toolbox

Current Research
Cyber Synergy: Seeking Sustainability through Collaboration between Virtual Reference and Social Q&A Sites
New grant - amount of $250,000 for ’11-’13
Funded by IMLS, OCLC, & Rutgers University
Co-PIs Marie Radford (RU), Lynn Silipigni Connaway (OCLC), & Chirag Shah (RU)
http://www.oclc.org/research/activities/synergy.html

References
ACRL Research Planning and Review Committee. (In press). ACRL top ten trends. C&RL News.
Arnold, J., & Kaske, N. (2002). Real time interactive reference service: Chat with a librarian. 17th Annual Computers in Libraries Annual 2002, March 13-15.
Arnold, J., & Kaske, N. (2005). Evaluating the quality of a chat service. portal: Libraries and the Academy, 5(2), 177-193.
Clark, C. (2012, March 12). Social media: Information networks are vital to success. Financial Times. Retrieved from http://www.ft.com/cms/s/2/0e97b7a0-6389-11e1-9686-00144feabdc0.html
Connaway, L. S., & Dickey, T. J. (2010). The digital information seeker: Report of findings from selected OCLC, RIN, and JISC user behavior projects. Retrieved from http://www.jisc.ac.uk/media/documents/publications/reports/2010/digitalinformationseekerreport.pdf
Connaway, L. S., Dickey, T. J., & Radford, M. L. (2011). “If it is too inconvenient I’m not going after it:” Convenience as a critical factor in information-seeking behaviors. Library & Information Science Research, 33(3),179-190.
Connaway, L. S., Prabha, C., & Dickey, T. J. (2006). Sense-making the information confluence: The whys and hows of college and university user satisficing of information needs. Phase III: Focus group interview study. Report on National Leadership Grant LG-02-03-0062-03, to Institute of Museum and Library Services, Washington, D.C. Columbus, Ohio: School of Communication, The Ohio State University. Retrieved from http://web.archive.org/web/20100213164444/http://imlsosuoclcproject.jcomm.ohio-state.edu/imls_reports_list.html

References
Connaway, L. S., & Radford, M. L. (2011). Seeking synchronicity: Revelations and recommendations for virtual reference. Dublin, OH: OCLC Research. Retrieved from http://www.oclc.org/reports/synchronicity/default.htm
Connaway, L. S., & Radford, M. L. (2012). Extending our virtual reach: A longitudinal study of query type & accuracy in live chat & IM reference [PowerPoint slides]. Retrieved from http://www.oclc.org/research/activities/synchronicity/ppt/alise2012.pptx
Connaway, L. S., White, D., & Lanclos, D. (2011). Visitors and residents: What motivates engagement with the digital environment? Proceedings of the 74th ASIS&T Annual Meeting, Volume 48. Silver Spring, MD: Richard B. Hill.
Dahlstrom, E., de Boor, T., Grunwald, P., & Vockley, M. (2011). The ECAR national study of undergraduate students and information technology. Boulder, CO: EDUCAUSE Center for Applied Research. Retrieved from http://www.educause.edu/ecar
Dempsey, L. (2008). Always on: Libraries in a world of permanent connectivity. First Monday, 14(1). Retrieved from http://www.firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2291/207
De Rosa, C. (2005). Perceptions of libraries and information resources: A report to the OCLC membership. Dublin, Ohio: OCLC Online Computer Library Center. Retrieved from http://www.oclc.org/reports/2010perceptions/2010perceptions_all_singlepage.pdf
Dervin, B., Connaway, L. S., & Prabha, C. (2003-2005). Sense-making the information confluence: The whys and hows of college and university user satisficing of information needs. Funded by the Institute of Museum and Library Services (IMLS). Retrieved from http://imlsosuoclcproject.jcomm.ohio-state.edu

References
DeSantis, N. (2012, January 6). On Facebook, librarian brings 2 students from the early 1900s to life. The Chronicle of Higher Education. Retrieved from http://chronicle.com/blogs/wiredcampus/on-facebook-librarian-brings-two-students-from-the-early-1900s-to-life/34845
Flanagan, J. C. (1954). The critical incident technique. Washington: American Psychological Association.
Hernon, P., & McClure, C. R. (1987). Unobtrusive testing and library reference services. Norwood, New Jersey: Ablex Publishing.
Kelley, M. (2011, October 27). Major medical library closing its doors to patrons and moving to digital model. The Digital Shift. Retrieved from http://www.thedigitalshift.com/2011/10/research/major-medical-library-closing-its-doors-to-patrons-and-moving-to-digital-model/
Kesselman, M. A., & Watstein, S. B. (2009). Creating opportunities: Embedded librarians. Journal of Library Administration, 49(4), 383-400.
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Radford, M. L. (2006). Encountering virtual users: A qualitative investigation of interpersonal communication in chat reference. Journal of the American Society for Information Science and Technology, 57(8),1046–1059.

References
Radford, M. L., & Connaway, L. S. (2005–2008). Seeking synchronicity: Evaluating virtual reference services from user, non-user, and librarian perspectives. Funded by the Institute of Museum and Library Services (IMLS). http://www.oclc.org/research/activities/synchronicity/default.htm
Radford, M. L., & Connaway, L. S. (2010). “I stay away from the unknown, I guess.” Measuring impact and understanding critical factors for Millennial Generation and adult non-users of virtual reference services. Online proceedings of the Fifth Annual iConference, University of Illinois at Urbana-Champaign, February 3-6, 2010. http://nora.lis.uiuc.edu/images/iConferences/2010papers2_Page-Zhang.pdf
Radford, M. L., Connaway, L. S., & Shah, C. (2011-2013). Cyber synergy: Seeking sustainability through collaboration between virtual reference and social Q&A sites. Funded by the Institute of Museum and Library Services (IMLS). http://www.oclc.org/research/activities/synergy/default.htm
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The researchers would like to thank Alyssa Darden for her assistance in preparing this presentation.